DAY 1 - PRE-SUMMIT WORKSHOPS TUESDAY, SEPTEMBER 27TH, 2016
The days of brands thinking they can share content only about themselves and still engage customers are finished. In fact, brands are even falling short if they’re creating and sharing customer content that’s generic and not focused on where their prospects and customers are in the buying process. One success key success is tailoring available and featured content to where a specific customer currently is in their relationship to your brand.
In this interactive workshop, you’ll learn and practice strategic tools and frameworks to:
- Identify relevant customer questions and needs
- Match customers’ interests to relevant branded content
- Refresh your content possibilities on an ongoing basis as customers move along the buyer journey
Whether you're just starting out with social media and content marketing or you've been using the same digital marketing strategies for a while, your social media & content marketing plan needs to be better than ever to hit your goals and objectives. It’s a fact that everyone is trying content marketing, however we bring you what is working and how to build and deploy efficiently. We walk you step-by-step to get a leg up on the competition and have a solid, smart social media & content marketing plan. If you're having trouble planning for next year or need some fresh ideas to include in your current plan, then attend this workshop.
In this session you will learn how to:
- Build a solid plan on any budget to test or implement
- Excel your business objectives through optimizing your social communities
- Empower internal champions to assist
- Create effective engagement around your content
- Harness mobile technology to align with your goals
All participants will leave with:
- Rapid Launch Plan Step-by-Step content guide to formulate your plan
- Content Scheduling System and worksheets that will allow you to better organize your content and related resources
- Over 20 content hacks that will save you time and produce instant results
As an added BONUS, Dean is offering:
- Complimentary access to a live online Content Class ($500 value)
- 90 Day Access to online weekly group coaching sessions for ongoing support ($200 value)
DAY 2 - GENERAL SUMMIT WEDNESDAY, SEPTEMBER 28TH, 2016
As marketers, we hear a lot about winning with the new generation of consumers. They’re big, they’re important, in many respects they’re unrecognizable to the teenage years that many of us may have lived. But in other ways, they’re very familiar. WHAT is it that makes each generation different. Do we really change that much over a relatively short time or is it our environment?
In this session, Kate Paulin will share insights she and her team at 360i have uncovered on how to understand the Gen Z mindset in order to better connect with them through thoughtful marketing. Her examples will include recent campaigns that embrace the nature and nurture side of today’s younger generations.
The oldest challenger story is of how David beat Goliath, and it’s one we all love. However, in corporate America today Goliath seemingly holds all the trump cards. So how do the Feisty Underdogs, today’s startups, successfully take on the vertically integrated, heavily funded, Wall Street darling, near monopolies?
Using examples fromthe world of competitive All Star Cheerleading, this keynote presentation offers six lessons to every company from the experience of Rebel Athletic in its ongoing fight with the $1.2bn Varsity Brands.
Track A: Content Creation, Marketing & Monitoring
"Want to see the world? @NASA is hiring an astronaut & ~3M U.S. LinkedIn members qualify."This tweetinspired LinkedIn's first-ever TV commercial during the 2016 Oscars and the brand platform "You're Closer Than You Think". In this session, Connie will give you a peek behind the curtains of the social media and content marketing strategy that supported LinkedIn's biggest brand campaign to date.
Key takeaways include:
- Tips on planning and producing social content against tight timelines
- Why smart, targeted, optimized paid social media strategies are a must
- The importance of planning and preparation for real-time marketing success during big cultural moments like the Oscars
- Best practices in reporting beyond social vanity metrics, aligned with business metrics
- How to continue the conversation with your community after a big campaign has ended
Track B: Driving Social Media & Content Marketing ROI
In the past ten years, companies have gone from “We need to be on social," to “We need to do social well. It’s part of our marketing DNA and we’re connecting it to business outcomes.”
What can social media do for a brand? Social Media can mean many different things to different parts of the organization but we generally see it serving these core purposes: 1) driving awareness, 2) driving pipeline revenue, 3) gathering business and competitive intelligence, and 4) customer support.
Social media tools have evolved, whereby it’s now easier to automate complex processes and also close the loop on measuring ROI. What combination of tools work best, and what business practices are needed in order to make it happen? Knowing this will help you invest more confidently in the right social media programs, and demonstrate how it’s helping drive the business.
Key take-aways from this presentation will include:
- Designing a KPI framework that connects your main social media-related metrics to a business outcome
- Pointers on how to best talk to your CMO about social media metrics
- A campaign pre-launch checklist that ensures you’re able to measure value after the fact
- Understanding the true dependencies between different stakeholders on your marketing team
- How to overdeliver on the social media ROI question
Content is king on social. Learn how to build an effective content marketing strategy across your social channels. It's a crowded space so you need content that stands out to be a thumbs topper within social feeds. Hear how Allrecipes employed tactics to grow their followers, engagement and traffic with a limited budget and lean social team.
Brands still lack efficient social marketing tools, which have substituted complexity for intelligence. As a result, content strategy (when to post and what to post) is a guessing game. It’s difficult for brands to develop and curate the right content, post at the most effective times, and understand if they are impacting business results. When brands get engagement right, they reap the benefits of cost savings, higher sales and customer satisfaction and they drive deeper customer affinity. Highly engaged consumers are more likely to recommend a brand and even more importantly, will defend a brand in times of crisis or challenge.
In this session, attendees will get an inside look into ESPN’s social strategy.
- Learn how ESPN reacts to a 24/7 sports news cycle
- Testing & experimentation of emerging platforms
- Live and surround of the largest sporting events
- Custom Multi-media franchise case studies
Brands are creating content at exponential rates. Jeff Charney, CMO at Progressive was just quoted as saying, “The biggest issue in marketing today is the world’s reckless use of content. Everybody is flooding the web with their own content.” Some estimates put the spend on content creation at USD $118 billion in 2016. However, 70% of organizations will only spend an averageof $1000 USD a month on content distribution. That is quite a difference.
Today’s brands use social media to reach audiences in ways that are more engaging, measurable and trusted. How are you making sure the content you are building for your social channels is effective? How are other successful organizations creating content strategies that make the best use of internal and external channels? Join Dynamic Signal’s VP of Marketing Dave Hawley as he speaks with Alexa Schirtzinger, Director of Content Marketing at Salesforce, about what drives the Salesforce content strategy, the various ways that content is distributed, why it’s crucial to measure content efficacy and the benefits of sharing company content on employee’s social channels.
In this session, we’ll review the following:
- Why social is still disruptive and is increasingly important in understanding one’s target audiences
- When social intelligence is relevant and what value it can deliver
- How Visa is leveraging social data to make more informed business decisions
- Social intelligence case studies and lessons learned
It has been said many times, but the key to being a great conversationalist is to be a good listener. The same holds true when it comes to social media and the various ways in which we communicate with consumers each day. No longer can brands create content and marketing messages in a vacuum. Today organizations are realizing that the best content and business strategies come from what consumers are saying they need, want and expect. And the best way to hear what it is they are asking for is by investing in a social media listening program.
Key learnings from this session:
- Insights on what it takes to develop a social listening program that fits your organization’s objectives
- Defining and refining what to measure and report on
- How to build an information network at your organization where social listening influences content strategy, product development, sales, overall business decisions and much more
The world of marketing is in a constant state of flux. Ad-blockers are on the rise, consumers are getting advertising fatigue, and business leaders have to make tough decisions on how to best market themselves in our fragmented world. This session will discuss influencer marketing, how digital influencers can help your company reach new audiences and create loads of authentic content.
We’ll share the importance of starting with sound strategy, establishing client/agency trust from the get-go, and then having the guts to go all in with influencer marketing. We’ll tell stories of successes, share best practices, and showcase how Ralphs went from a couple of one-off activations to winning the Kroger enterprise award for having the “Best Influencer Program” in the company.
- Best practices on launching an ongoing influencer strategy
- Pointers on how to socialize success around your organization
- Leveraging influencer partnerships to augment your content calendar
- Showcasing how outstanding client/agency trust is critical to success
The social media department has an overwhelming responsibility. In many ways, the deck is stacked against it. Demands from the c-suite to demonstrate ROI from social media is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments.
The modern marketing department is undergoing a transformation whereby social media engagement can no longer be considered the sole responsibility of one department.
The social media team must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand through social.
Attendees will leave with these take-aways:
- Strategy to get buy-in from execs to expand social media engagement across business functions
- A framework to consider when organizing organization-wide social media participation at your company
- Identify the most viable departments to participate in organization-wide social media engagement
- Identify and onboard the employees most likely to embrace organization-wide social media engagement
- Convince domain experts in the business outside of marketing they should participate in organization-wide social media engagement
- Create the “marketing is not one department” mindset in your business
- Unify departments to be part of the organization-wide social media engagement mindset
- Examples of organization-wide social media engagement in action across various industries
With the emergence of new technologies, consumers now expect each interaction with a brand to be personalized and relevant in a very in-the-moment way—regardless of the channel they’re using. And these interactions are creating data exhaust about the actions, activities, and behavior of the consumers, the brands, and their relationship with one another.
As a result, brands can now engineer moments and experiences for consumers that make them feel “known,” across digital and physical touchpoints. In this session, learn how data will shape the way we connect with one another, create contextual moments of engagement, and enable us to share our stories in ways never imagined.
Robert Michael Murray will walk you through learnings from his time leading National Geographic's social media efforts. And share tips from his new work leveraging the power of data, design, and technology to create experiences that deliver more meaningful and personalized moments.
- Understanding what actions, activities, and behaviors of your community to leverage
- Finding the right types of engagement to deliver in the right ways to your community
- Enabling moments that empower community members to share their stories
- Delivering experiences to create greater value by enabling others to create value
DAY 3 - GENERAL SUMMIT THURSDAY, SEPTEMBER 29TH, 2016
Over 60% of commercial messages are avoided by people who simply turn their heads. Seventy percent of apps downloaded will be used less than 10 times.
Whether you’re in CPG, apparel, food or digital, businesses in every vertical share a single, dirty little secret of: our customers are disengaged.
You can buy new users. But you cannot buy engagement. There’s no amount of advertising trickery that can make people to return to your site over and over again, use your app everyday, make repeat purchases and spread the word about your product, for a lifetime.
But there are brands and products that have figured out a new, insight-driven path beyond the tired old story of companies begging customers for just one second of their valuable attention. Brands like MyFitnessPal, Pinterest, Slack and Airbnb have figured out how to engage in wild, lifelong two-way love affairs with their customers, while the rest of the marketplace struggles to build brand love and achieve increasingly critical engagement goals.
MyFitnessPal’s former VP of Marketing, Tara-Nicholle Nelson, will share a replicable method and micro case studies revealing how you can use insight, real-time listening, the science of behavior change and predictive data science to:
- Shift your digital and content marketing focus to the people you serve from the product you market
- Map the relevant piece of your audience’s real-life experience of trying to be healthier, wealthier and wiser using a method that reveals clear direction for your digital, content and marketing programs
- Create and deliver content and media that triggers their existing dreams and aspirations, then reaches them in critical moments along their journey
- Develop a clear roadmap for engagement marketing that will spark a two-way love affair between your company and your customer
Marketers are in the midst of a content marketing arms race. More content is being created every day, and myriad technology options make it easier than ever before to efficiently distribute that content to broad audiences. Despite this increase in our means of content delivery, the latest research from TrackMaven shows that a growing majority of professional marketing content fails to have an impact.
In this presentation, TrackMaven's Chief Product Officer, Derek Snyder, will outline why marketers have become very good at distributing content, but not very good at creating content that is worth distributing. He will also present data and case studies showing how marketers can harness analytics to get their marketing strategy back on line — starting at the content creation stage.
Attend this presentation to:
- Learn how to link top-of-funnel engagement to bottom-of-funnel conversions
- See case studies of marketing strategies that cut through the noise to reach and engage buyers
- Understand how content and campaigns work together at each stage of the funnel and stop double-counting cost
Track A: Brand Messaging & Storytelling
To get more than a second of attention from audiences both young and old in 2016 you have to be relevant, engaging, and useful. The days of throwing together a video filled with talking points or simply converting sales material to Facebook posts are long gone.
The FedEx Global Content Production and Brand Journalism team is transforming the way that our Corporate Communications team tells stories through our new Brand Journalism Boot Camp.
Through it, we focus on emotive, human stories that are related to our brand and the nonprofit organizations that FedEx supports.
This talk will help attendees with:
- User-Generated Engagement
- Content Strategy
- Segmented Storytelling
Track B: Aligning Social Strategy with Business Goals
Rani will be using Adobe as a case study to share dozens of real-life examples of successful community building methods that focus not only on membership growth, but converting newcomers into longstanding, engaged community members. She will answer questions around what’s in it for the community and explain the benefits to your organization.
Key takeaways include:
- How to collect, analyze, and use the results of community management data analysis to identify future actions you should take
- Ways to intentionally develop your communities (not just reactively maintaining them)
- How to measure the single most important metric to determine the positive ROI to your organization: the sense of community
Did you know that Snapchat is the fastest growing social network? With 200 million users and 10 billion daily video views, Snapchat is one of the fastest growing and most engaged social platforms. In this session, social media strategist Carlos Gil will show you how to get started on Snapchat for business, including strategies for building your following, examples of notable brands using the platform, why re-purposing Snapchat content across other platforms is important and actionable steps for creating micro-content for short form storytelling. You will walk away from this session with actionable insights which will help gain up to 25% higher engagement per post on Snapchat over other social networks as well as an understanding of converting Snapchat views to website traffic and sales.
Employee engagement today is on the decline, yet employees are most often an organization’s most valuable asset—particularly during the digital social era. How can businesses better engage employees, particularly through employee advocacy? Leading industry advisory firm Altimeter Group has researched the growing phenomenon of employee advocacy and how leading brands address this opportunity. Interest in advocacy has soared over the past 2 years by more than 200%, to the point now where 90% of brands surveyed either have or are developing advocacy programs.
In this session, strategists will learn about this emerging practice with research to inform their own approach:
- Why do brands invest in employee advocacy? What results do they measure?
- What motivates employees to participate? What common barriers must strategists plan for?
- How do consumers respond to employee posts about work? What content resonates with them?
- What practical steps can strategists take?
Video is the most powerful storytelling tool for brands today. Brands that master how to use video to share their brand’s story will succeed in engaging new audiences and winning their business. In this session we will explore how to create impactful video designed for social and mobile that keeps audiences hooked. Participants will learn how the rules of effective video content have changed and what you need to do to take advantage of the opportunities for your brand.
After attending this session, attendees will be able to:
- Identify opportunities for their brand to leverage storytelling through video
- Implement video marketing best practices for 2016 and beyond
- Maximize their budget to create more effective storytelling video
The rise of Social Media and the constant influx of new apps give marketers ever more ways to connect with customers and prospects. In addition, sophisticated CRM and social media automation services create purely digital interactions that can result in an impersonal exchange. Tech has become so sophisticated that consumers are often left to wonder if there’s any human behind the interaction at all.
Zipcar’s Social Media team works to put the human back into the social of Social Media. Zipcar leverages the many Social Media platforms as a gateway to engage more deeply with its members – using online tools to connect with members offline in the “real world.”
Carrie will tell stories of online interactions taken offline (the member who received flowers after tweeting about her dog’s death, or the various treats people find inside their Zipcar), present some of Zipcar’s key Social Media strategies (targeted twitter handles that make content more relevant) and discuss the importance of deepening relationships with members through social media (like proposing to your member’s girlfriend for him). Zipcar’s commitment to surprising and delighting its members has resulted in high scores in loyalty and brand identification.
Zipcar’s use of digital social media is an evolution of its traditional commitment to member engagement. In Zipcar’s early days, before there was Social Media, there was just social – Zipcar routinely brought together members in social gatherings such as pubs, coffee houses and volunteer projects.
Today as the membership has grown to nearly 1 million members Zipcar continues to bring members together through both online and real world engagements. Carries presentation will show how marketers can develop best practices around integrating social media with an overall member/customer engagement strategy that results in increased acquisition and retention, as well as stronger loyalty.
We all know the power of storytelling. Stories spark emotion. Appeal to our human side. They connect and engage us. Not to mention, are fun to listen to! But somewhere between trying to find their “social voice”, and leveraging storytelling to humanize the brand, organizations have neglected the essence of their mission and vision, and at times failed to incorporate into their story. In this session you will learn how to find your brand’s true “social voice” and effectively build your story based on your mission and vision.
After this session, you will be able to:
- Define the “spirit” of your brand
- Bring your mission and vision to life through storytelling - personality, tone and purpose
- Understand key ways your brand’s story can stay consistent across social communications
Companies tend to think of social media as a channel focused on publishing content only but how do you engage with your audience at scale?
Your customers expect you to meet them where they are and from a support perspective it can mean traditional channels such as email, phone and chat but more and more users are reaching out to brands on Social Media but many companies ignore them.
Hear about how you can start helping customers, build connection and add value with social media.
Attendees will leave with these take-aways:
- Ways customer service and marketing teams can collaborate
- Arguments to use with senior stakeholders to start engaging on Social Media
- Benefits from Social Listening and Engagement
- How advocacy programs can help you scale your social media presence and spread the word
- Opportunities and challenges to expand globally
Technology and marketing are an inseparable pair. With the deluge of new technologies emerging in marketing, social and beyond today, it's anyone's guess where exactly marketing is headed in the next year, or five. Brands need to be ahead of the innovation curve, and constantly strive to outpace the competition by deploying smarter marketing campaigns. But how? Join Brandwatch’s Nick Barna as he explores the different ways content, social, emerging markets and other key areas of marketing will evolve over the next few years.
During his talk he'll discuss:
- Marketing of the past vs. marketing of the future
- The impact of data on the field of marketing
- New tactics to better understand consumers, and more